The Secret Behind the Ideal Customer Journey

July 20, 20204min

According to a study, it takes approximately 3.5 bad customer service experiences for UK consumers to stop using a product or a service. With people rapidly embracing digital in their personal and professional lives, customer expectations seem to be reaching new heights.

Customer journeys are becoming more complex to map and orchestrate and organisations have to dig deep to attract, retain and increase their customer base.

Map, Orchestrate, Visualise

To measure all the elements that may in one way or the other affect customer experience, it is vital to be aware of the concept of customer journey.

Unique to each and every person, customer journey is the embodiment of personalisation itself. The journey represents all the phases the customer goes through in order to achieve a particular goal, including all channels and touchpoints. Making it as personalised (from your business’ side) and as frictionless as possible will ensure the greater customer satisfaction and ultimately, greater revenue generation opportunities.

That is why mapping your customer journey will allow you to meet your customers’ needs and expectations by first getting insight into each step of the journey.

Acknowledging every interaction your customer has with your business will help you identify not only patterns but also unique differences in their journey and that way allow you to see your brand from their perspective.

As no two journeys are completely the same, you need to track in real-time how interactions work and in what order they take place. Effective journey orchestration can handle customer data across all systems and channels and aid faster personalisation and anticipate future behaviour. Customer journey orchestration gives way to higher customer value, customer satisfaction and greater revenue. After you have refined and streamlined journey orchestration, it will be easy to jump to the final step of the ideal customer journey – visualisation.

The name tells it all – visualisation allows you to visualise how journeys unfold, and immediately spot wins and hiccups. By tracking interaction flows and reacting rapidly and effectively, you will secure a place in your customers’ heart as your organisation’s listening, understanding, and effort will make them return time and again.

Don’t upgrade, revolutionise

Customer experience and purchasing behaviour are tightly interlocked. Each experience affects each event of purchasing and it goes in circles. Understandably, it is always the very first experience a new customer has with your business that will set the scene for the interactions to come.

By revolutionising your customer journey, you will be the one who sets the scene from day one. Wondering how journey orchestration and visualisation are driving value across sectors like retail, banking and telecoms? Register here to gain access to the challenges and solutions these sectors have employed to bring their customer journey to perfection and leave little room for the unexpected.

Learn from best practices for making data-driven improvements to CX – leave no channel unimproved.


Sandra Radlovacki

Sandra Radlovacki

Sandra Radlovacki is Assistant Editor at Customer Experience Magazine.




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